Content Pillar 1 is VIBE SETTING. This pillar’s job is to generate interest in being part of your community. The idea is that you are inviting people into your world. This is not a sales-focused pillar, this should hit emotional notes that tell your audience exactly what you’re about so they can decide if THEY are about YOU.
Content Pillar 2 is PROMO. This pillar is about showcasing your products, offers, and services, and its primary job is generating demand. Much like pillar 1, you are dialled all the way in on your brand. However, in this pillar we are including a call to action (CTA).
After you set the vibe with pillar 1 content, your audience should see pillar 2 content and feel relief. You want to make your sales/promo posts feel like an invitation to be part of your world.
Content Pillar 3 is BTS! Let your audience in on behind-the-scenes content. Show them your personality, showcase your IRL community and inject some social proof into your online presence.